{"id":259173,"date":"2026-07-13T16:47:34","date_gmt":"2026-07-13T13:47:34","guid":{"rendered":"https:\/\/1kitap1.com\/en\/drucker-on-marketing-william-cohen\/"},"modified":"2026-07-13T16:47:34","modified_gmt":"2026-07-13T13:47:34","slug":"drucker-on-marketing-william-cohen","status":"publish","type":"post","link":"https:\/\/1kitap1.com\/en\/drucker-on-marketing-william-cohen\/","title":{"rendered":"Drucker On Marketing – William Cohen"},"content":{"rendered":"
\"<\/figure>\n

So when you are developing marketing strategy, you are literally practicing the art of the marketing general. Drucker wrote that the purpose of strategy is to enable an organization to achieve its desired results in an unpredictable environment. This is contrary to what many believe, but Drucker was dead right. Marketing strategy is not about achieving results in a known and foreseeable environment, but an environment that is unknown and unforeseeable.<\/p>\n

In Drucker\u2019s own words, it allows an organization to be purposefully opportunistic.1 One can make an excellent case that strategy is all about marketing. But even if this were not so, marketing is the one essential, crucial ingredient. As Drucker so forthrightly stated: \u201cThe fact remains that so far, anyone who is willing to use marketing as the basis for strategy is likely to acquire leadership in an industry or a market fast, and almost without risk.\u201d2 Marketing Theory and the Strategic and Environmental Variables Traditional marketing visualizes two sets of variables in the development of strategy.<\/p>\n

These are frequently termed the strategic or tactical variables, or \u201cfour Ps\u201d of product, price, promotion, and place, and the environmental or situational variables such as conditions of business and the economy, technological developments, consumer or cultural behavior, politics, laws and government regulations, competitors, and more. Strategic variables can be selected, varied, and applied as desired by the marketing strategist and are made possible by the resources available.<\/p>\n

Environmental or situational variables are assumed fixed and relatively uncontrollable. As we\u2019ve seen in Chapter 1, this isn\u2019t true in actuality, since with more time and effort one can work with them, and Drucker recommended it. However, environmental variables are more difficult to manipulate over a shorter period of time and usually require more effort on the part of the marketer.<\/p>\n

For example, a marketer might change laws through lobbyists, but this is usually very difficult to accomplish, and it may take a relatively long time and require a disproportional amount of resources.<\/p>\n

\n

Copyright \u00a9 2013 by William A. Cohen. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher. ISBN: 978-0-07-177863-3 MHID: 0-07-177863-2 The material in this eBook also appears in the print version of this title: ISBN: 978-0-07-177862-6, MHID: 0-07-177862-4. All trademarks are trademarks of their respective owners. Rather than put a trademark symbol after every occurrence of a trademarked name, we use names in an editorial fashion only, and to the benefit of the trademark owner, with no intention of infringement of the trademark.<\/p>\n

Where such designations appear in this book, they have been printed with initial caps. McGraw-Hill eBooks are available at special quantity discounts to use as premiums and sales promotions, or for use in corporate training programs. To contact a representative please e-mail us at bulksales@mcgraw- hill.com. TERMS OF USE This is a copyrighted work and The McGraw-Hill Companies, Inc. (\u201cMcGraw-Hill\u201d) and its licensors reserve all rights in and to the work. Use of this work is subject to these terms. Except as permitted under the Copyright Act of 1976 and the right to store and retrieve one copy of the work, you may not decompile, disassemble, reverse engineer, reproduce, modify, create derivative works based upon, transmit, distribute, disseminate, sell, publish or sublicense the work or any part of it without McGraw-Hill\u2019s prior consent.<\/p>\n

You may use the work for your own noncommercial and personal use; any other use of the work is strictly prohibited. Your right to use the work may be terminated if you fail to comply with these terms. THE WORK IS PROVIDED \u201cAS IS.\u201d McGRAW-HILL AND ITS LICENSORS MAKE NO GUARANTEES OR WARRANTIES AS TO THE ACCURACY, ADEQUACY OR COMPLETENESS OF OR RESULTS TO BE OBTAINED FROM USING THE WORK, INCLUDING ANY INFORMATION THAT CAN BE ACCESSED THROUGH THE WORK VIA HYPERLINK OR OTHERWISE, AND EXPRESSLY DISCLAIM ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE.<\/p>\n<\/blockquote>\n

This is a short excerpt from the opening of “” by Unknown, quoted for review and introduction purposes. All rights belong to the copyright holders.<\/em><\/p>\n

\n
\n

Table of Contents<\/p>\nToggle<\/span><\/path><\/svg><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n